Consumer Awareness Towards Sustainable or Green Products: A Study of Bihar

Abstract

This study investigates consumer awareness and behavioral patterns toward sustainable or green products in Bihar, India.
As global concern over environmental degradation intensifies, understanding how consumers in emerging regions perceive
and adopt eco-friendly products has become crucial. The research adopts a descriptive design and employs primary
data collected from 200 respondents across urban and rural districts, including Patna, Gaya, Bhagalpur, Muzaffarpur, and
Purnia. The analysis reveals that 72.5% of respondents are aware of green products; however, only 47.5% have made actual
purchases, indicating a significant gap between awareness and adoption. Urban consumers demonstrate higher levels of
awareness, willingness to pay, and trust compared to rural consumers. Key barriers identified include high product prices,
limited availability, and low trust in eco-labels. The study further segments consumers into four categories—Informed
Adopters, Transformables, Aware but Constrained, and Disconnected—based on their awareness and adoption capacity.
Findings suggest that while awareness is growing, structural and economic constraints continue to hinder sustainable
consumption in Bihar. The study emphasizes the need for targeted awareness campaigns, improved accessibility, and
government–industry collaboration to enhance green product adoption. These insights contribute to understanding
consumer behavior in developing regions and provide a roadmap for fostering sustainable markets in Bihar.